红酒市场分析.docxVIP

中国最近几年自用型消费是主体,推动中国葡萄酒市场转型从世界范围内总体来说，酒类市场供大于求。经济危机后全球经济疲软，特别是，生产、消费酒类的主体，欧美地区。新兴国家如中国却有着巨大的潜在市场和消费人群（中产阶级以及中高产阶级consumers were moving into the middle and upper-middle classes），2011比去年同期增长2.2%,预计2012会比去年增长$62.7 billion (2014年中国已超越美国、法国成为了世界上红葡萄酒消费量最大的国家) .2012年开始，连续多年进口酒市场的高增长戛然而止，先是在具备行业风向标意义的苏富比秋拍中，法国著名的波尔多产区高端葡萄酒价格出现了30%的降幅。原因是因为中国廉政政策，公款高消费的紧缩。PEST分析政治因素：China’s government was distinct because it was a communist state.China’s economy had seen great prosperity since its adaptation to being less planned and more marketorientedIt was the second-largest economy in the world, only behind the United StatesChinese government faced big challenges: low domestic demand for products/services due largely to the culture’s innate need to save, job creation for the rapidly growing population and number of immigrants, and reduction of crime and corruption=廉政政策后高端葡萄酒市场，预计下滑了40%-50%The Chinese government’s protectionist measures remained a barrier for multinationals中国市场，人民币较为坚挺，出口风险更低，通货膨胀现象很严重社会因素： low domestic demand for products/services due largely to the culture’s innate人口基数大老龄社会科技因素：The Chinese Wine IndustryChina’s wine history dated to 206 BC and the beginning of the Han Dynasty. However, winemaking did not expand in China because of seasonality, poor soil conditions and lack of suitable technology. Wine tended to be used by government officials or wealthy merchants at important ceremonies, while beverages distilled from grains dominated the mass market, although ordinary Chinese people used it for events like birthdays, farewells and weddings./view/3aaaf389680203d8ce2f2448.html/view/3aaaf389680203d8ce2f2448.html SWOT分析优势葡萄酒作为国际通畅型饮料，来自新、旧世界的葡萄酒产品各具特色。而且葡萄酒在国际市场属于剩余产品，关税壁垒的逐步趋缓使得国外葡萄酒在中国市场更具竞争力。（2）劣势1. 国外葡萄酒要根据当地市场的具体情况相应地调整其营销战略，因为缺乏营销网络和富有竞争力的售后服务将会阻碍国外葡萄酒在中国市场的进一步发展。2. 大多数国外葡萄酒企业不了解中国市场，甚至没来过中国，更谈不上市场调查，他们对于这以市场没有长期投资的观念，也对中国市场不感兴趣，仅仅使用一些微薄的财力来对市场做一些促销。3. 中国国内葡萄酒企业凭借其当地品牌、低成本、更适合的口味和强劲的产品广告和促销，对进口葡萄酒形成巨大的挑战。4. 没有多少消费懂得如何正确的饮用葡萄酒，大多数消费者不能分辨出各种进口葡萄酒的异同。 （3）机会 1. 国际葡萄酒市场